Creative coach Syreeta Challinger explores how can brands not just survive but thrive in the unknown terrain ahead.
We are living through an extraordinary period of global change; pandemic, pending recessions, climate change and political ideology. At a time of disconnection, a global shift is emerging.
As a brand, there is always the drive and push to be seen, yet businesses that successfully embrace the opportunities presented by these changes will not just survive but thrive.
We are all craving security in some form with such a tumultuous period in the world. With the immense uncertainty, there is a hunger for beauty, for truth; for connection.
There is a yearning for community, belonging, and being heard and seen. The need for all of this leads to one feeling safe to express, safe to spend, safe to succeed.
Brands who evolve, who champion and support the change process, will inspire continued movement and evolution. They will foster resilience and in turn have proven themselves in the ultimate test of trust.
To be trusted, is to care
Ultimately it’s caring about every single action from the supply chain, the systems, the people who serve and work, all the way to the consumers. A leader's duty is to care. To stand out, to ensure people are driven by lasting feelings. Caring, love and beauty in action is what it means to feel safe. To feel safe, we feel heard, seen, nurtured, held; the foundation is trust.
Brands need to care, to show us they are making moves to change, to foster trust, foster security to ensure our spending and interactions feel safe. To build trust and brand loyalty means leading with authenticity; truth with visibility.
Fostering images of safety or security is transparency, vocalising the moral compass, using that to navigate the unknown and unusual terrain we are heading towards.
It’s a cognitive and emotional skill that navigates ambiguity. A deeply human skill, one of vulnerability and honesty. Fundamentally we are tribal. Humans need to feel connected to feel safe.
Many brands in the past, and many still do, position themselves with an otherness, play on people’s prejudice and identities, the warped belief of bitterness or fear. There is currently a battle between courage and fear. Many choose fear-based strategies, as a sign of protection, misguided in thinking this is the key to security.
To relate, is to connect
To truly relate is to deeply connect with the reality of the global challenges, to listen to the consumer. Deeply listen. Take responsibility for the outcome. To not try to shape what the trends and futures are, yet be led by the people. To be vulnerable and ask, “where do we go from here? Let’s take a step together.”
It’s having the courage to stand out, think differently, respond differently, to lead with heart; that is stronger than fear.
This is where the power lies; in people. Imagine where we feel strong and safe to unify, to take steps, to take action. To explore, challenge and inspire. This is no time for an in-between. Our actions as people, as brands make a difference.
